15 Dec '11, 6am

Male model fronts campaign for push-up bras - Yahoo! via @yahoosg

Male model fronts campaign for push-up bras - Yahoo! via @yahoosg

While most lingerie brands would usually pick a buxom lady to model their latest underwear collections, Dutch department store Hema have opted for a more unconventional choice. Male model Andrej Pejic fronts the campaign for the ‘Mega Push-Up Bra’ from Hema that promises to ‘add two cup sizes’. Copyright © Hema. The company’s decision to have a man front the campaign appears to have paid off - as his natural cleavage-free physique is visibly enhanced by their ‘boosting’ bra. The images, featuring Pejic wearing the bra under two different dresses and a jumper, were released on 13 December and quickly became a trending topic on Twitter in the Netherlands in a matter of hours. [See also: Ways to step into a suit ] - On Style it Light One Twitter user wrote: “That HEMA campaign is brilliant: Andrej Pejic sporting a push-up bra?! “If a man looks good in that bra, it must be goo...

Full article: http://sg.news.yahoo.com/male-model-fronts-campaign-for-p...

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